• by Teresa Buyikian , Yesterday

One of the hottest trends in the liquor world is, ironically, the proliferation of non-alcoholic spirits.

The global non-alcoholic spirit category market size was valued at $336.46 million in 2024 and is projected to grow from $356.38 million in 2025 to  $624.56 million by 2032, according to Fortune Business Insights.

Non-alcoholic spirit maker Seedlip’s latest campaign, “Yeah, It’s a Drink,” makes the case that a drink doesn’t need to contain alcohol to still be considered a drink and “something equally sophisticated and culturally relevant.”

As the brand celebrates its tenth anniversary, the new campaign, seen here, targets Gen Z and millennials, “inviting consumers to rethink what defines a meaningful drink.”

Megan Hurtuk, head of marketing of non-alcoholic beverages at Diageo North America, talked to Marketing Daily about Seedlip’s campaign and the future of the non-alcoholic spirit space.

Marketing Daily: What was the inspiration for “Yeah, It’s a Drink?”

Megan Hurtuk: The campaign was inspired by the insight that many people still believe a “real” drink must contain alcohol, even as mindful drinking becomes more popular. We wanted to flip that perception by confidently placing Seedlip at the center of the drinking occasion. “Yeah, It’s a Drink” celebrates inclusion, taste, and experience, showing that a drink is about the moment and connection, not the alcohol content.

Marketing Daily: How do you define "mindful drinking?" Why is this a trend now?

Hurtuk: Mindful drinking is about making intentional choices around consumption. It is not about restriction, but about enjoying social experiences and delightful flavors while aligning with personal preferences. This trend is growing because consumers want options that reflect their values without compromising on taste, sophistication, or experience.

Marketing Daily: How does the campaign reflect Seedlip?

Hurtuk: The campaign embodies Seedlip’s core values of sophistication, flavor innovation, and elevated experiences. It positions Seedlip as a super-premium, modern choice that empowers people to enjoy crafted drinks intentionally. The messaging reinforces the brand’s authority in the non-alcoholic space while celebrating moments of connection.

 Marketing Daily: What do you see trending for non-alcoholic spirits?

Hurtuk: We see continued innovation in flavor complexity, mixology, and occasion-based drinking. Consumers want premium, versatile options that allow them to enjoy social experiences regardless of the alcohol content in their drink. The category is evolving from an alternative into a standalone, aspirational segment.

Marketing Daily: What's next for Seedlip?

Hurtuk: Seedlip will continue to push boundaries in flavor development, consumer experiences, and premium on-premise activations. We aim to inspire people to explore non-alcoholic options while maintaining the sophistication and quality that built the brand. Our focus will be on creating elevated occasions both at home and in social settings, establishing a strong foundation for long-term growth.